Abstract

MACSWEEN, Sara  and  CANZIANI, Bonnie. COVID Communications: Preferred Brand Tones for Consumers during Stressful Times. Innovar [online]. 2023, vol.33, n.87, pp.43-58.  Epub Feb 08, 2024. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v33n87.105501.

This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the COVID-19 pandemic). Five mutually exclusive brand tone choices were presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on U.S. residents during a single pandemic crisis. Respondent stress was self-reported.

Keywords : Advertising; brand tones; consumer stress; marketing communications; pandemic.

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